When "middle class" becomes a label and everything is called "middle class standard", what does the middle class really want? How can the business model better match the real needs of the middle class? In this paper, five types of typical middle-class people are deeply analyzed in four dimensions, and 10 future consumption trends are predicted. Let’s take a look at the inner world of the middle class.

Part1

The slowly unfolding middle-class spiritual world

Listen to the thoughts and concerns of the contemporary middle class

Only by accurately perceiving the subjective world of the contemporary middle class can we explore the clues left by them in the process of pursuing a better life. In the first part of the report, Joy City Holdings focused on the new four views and new anxiety of the middle class.

New four views of middle class

01. Values

You can have your cake and eat it, both your career and your life. The middle class struggles for career and enjoys life.

02. Concept of development

Always enthusiastic and willing to accept challenges is a self-growth creed that I firmly believe in. On the road to growth, the middle class is used to constantly challenging themselves.

03. Family view

A good man is ambitious in all directions, but only when he has a home can he have poetry and distance. The traditional gender division of labor has been broken, and men have become more family-oriented.

04. Cognitive view

Life is a marathon. Only by constantly finding the right position in comparison can we recognize the gap. The middle class pays attention to hierarchy and is used to determining identity through comparison.

New anxiety of middle class

01. The ambition is hard to pay, and the past is gradually fading.

Young and childless middle class are anxious about self-realization value, but their anxiety gradually decreases with age.

It is very important to fly high, and don’t forget whether you are tired or not.

Middle-class people are increasingly anxious about their health, and the higher their income, the more anxious they are.

03. The front wave is not far from the beach. When will the back wave rush forward?

The development of children has become the primary anxiety of the educated middle class.

Part2

The demand of the flourishing middle class

Discover the circle life characteristics of contemporary middle class

When there is no suspense in the daily life of food and clothing, colorful world and poetic dwelling have become the answers for contemporary middle class to solve the world.

According to the characteristics of consumption distance, structure and crowd, Joy City Holdings broke through the division of middle-class life circle into "the first life circle" and "the second life circle", and found the important conclusion that middle-class people had a very high consumption share in the first life circle but low satisfaction, which inspired the industry with huge market potential hidden in the first life circle.

Complementary happiness-typical characteristics of circle life

The first life circle: mainly refers to returning to the origin of daily life and closely fitting the diverse and high-frequency life demands;

The second life circle: mainly refers to the integration into a wider wonderful world, the pursuit of fashion, and the display of personality.

Circle distance: the first life circle of the middle class is mostly near the residence, with high consumption frequency, while the second life circle is relatively far away, with low consumption frequency.

In terms of consumption quota, the offline wallet consumption share of middle class in the first life circle is as high as 76%, which shows the characteristics of high frequency and low unit price.

Consumption structure: in the first life circle, people spend more on daily necessities such as purchasing, and in the second life circle, they spend more on entertainment.

In terms of circle people, the first life circle mainly serves the small circle where middle-class people are alone, couples get along and family accompany, and the second life circle mainly serves the social circle where middle-class people get together with friends.

Yearning for life-the core appeal of circle life

01. The gap remains, when will the ideal shine into reality?

The middle class expects more and better commercial supply in the first life circle. At present, their satisfaction with the first life circle and willingness to recommend it are lower than those in the second life circle.

02. Life with fireworks is more interesting.

The middle class generally expects the first life circle to be more full of fireworks, providing richer catering formats, children’s formats and higher quality self-improvement formats.

03. When the lights are on, don’t let the charm go nowhere.

Women’s emotional demands are more inclined to social needs, and they hope that the first living area will be in a more prosperous commercial street.

04. Holding your hand, quiet years is the most beautiful romance.

The main consumption demands of married middle class in the first life circle are necessary consumption such as eating and purchasing daily necessities, while unmarried middle class spends more on leisure and pleasure.

05. Time does not "disturb" people, and each has his own happiness.

Young middle-class people spend more on socializing and self-improvement in the first life circle, while mature middle-class people pay more attention to traditional shopping and purchasing.

Part3

Portraits of middle-class people with different styles.

Five typical middle-class descriptions

Our six core indexes innovatively divide the broad masses of middle-class people into five types, and deeply interpret them one by one, providing inspiration for the refined operation of the industry’s customer base:

① Wealth index: the income and assets owned by the middle class.

② Consumption power index: the average monthly consumption amount of middle-class people.

③ Consumer Willingness Index: the proportion of monthly consumption of middle-class people in the monthly income.

④ Social index: Based on the voice frequency of self-media platform and the number of WeChat friends.

⑤ Happiness index: the satisfaction of middle-class people with their work and life.

⑥ Spring Breeze Index: The preference of middle-class people for quality, experience, family and exquisite life.

Hard core quality family

This is a group of middle-class customers with high income and high consumption. They are willing to spend their time on meaningful things, have clear goals and directions for their careers, invest more time in their work, and attach importance to their children’s education investment.

They belong to a new type of "three highs" crowd in society, with both income and consumption reaching the top, and serve as the "bearers" of the company.

They are full of interest in new things and value the service experience when they consume.

They have a strong sense of self-improvement and believe that continuous learning can become advanced players.

Carpe diem

This is a group of middle-class customers whose income is not high, but their quality of life is not degraded. They yearn for a rich life with a house and a car, pay attention to improving their market competitiveness, and shoulder heavy life pressure at the same time.

They advocate "if you drink today, you will get drunk today", but their income is low, but they are never soft on consumption.

They value wealth and power, and at the same time care about their social status.

It is rare for them to have a half-day leisure, and they tend to get pressure release and a moment’s relaxation when spending.

Life zhimeijia

This is a group of middle-class customers who put family first and pursue quality life. They have certain expectations for the realization of wealth and freedom, are positive, pay attention to self-improvement, and attach importance to the cultivation of families and children.

They care about their small families, put "God beast" first, and invest a lot of money for their children.

They are willing to pay for a good mood and look forward to a life full of rituals.

They will not blindly pursue luxury, and brand attitudes and values are the key to consumption decisions.

New social forces

These are a group of social "severe patients", who pursue freedom of wealth and time, have high enthusiasm for work, have clear goals for their future career, and do not set too high requirements for the next generation, but pay more attention to personal life.

They are a Party Queen who combines beauty and talent, mainly young women in love.

They are full of fighting spirit for their careers, and believe that their greatest enemy in life is themselves.

They have a strong desire to share, and the self-media created by "unintentional" may have been well run.

They advocate the supremacy of experience and are willing to pay for the exquisite service and the release of pressure.

Small fortunate doctrine

They are a group of middle-class customers who value small life and pursue stability and happiness. They are content and enjoy leisure. Although there is no clear goal for future career planning, it can evenly distribute the energy and time of family life and personal life.

They are highly satisfied with their personal life and work, and are content and comfortable with life.

Their living conditions are carefree, and they pursue the continuous stability of their lives, which is unique in the society where anxiety is rampant.

They often take "whether they can take beautiful photos" as the key judgment of consumption decision, and of course, they will also calculate the public response after sharing photos in advance.

They are willing to refer to outside opinions when making consumption choices, and they are also keen to try fashionable things.

Part4

The rising trend of middle-class consumption

As the backbone of the demand side with the most transformative kinetic energy, every subtle change in consumption habits of the middle class will deeply influence the trend of consumption upgrading. Joy City Holdings summed up the key consumption trends of the middle class and the main consumption characteristics under the influence of the epidemic, and predicted the direction of the tide in advance.

Middle-class key consumption trend

01. Reason is king, and strength is excellent to impress your heart.

Practical rationality has become the mainstream consumption concept of the middle class, and cost performance is as important as quality.

02. Exquisite simplicity can also live a sense of high class.

The middle class yearns for a refined and simple life.

03. Full of feelings, sometimes afraid of hitting the shirt.

Personality design and classic design are also loved by the middle class.

04. Protect the face value and always give the best side of life.

The consumption price of skin care products of the middle class has a strong consistency, but there are great differences in products such as clothes.

You have to be in good health to ride the wind and waves.

Physical examination and health care products consumption have become the most common self-investment consumption varieties of middle class.

06. Impulse is not hasty, and young people have no regrets.

After 90′ s, the middle class has less advanced consumption behavior, but nearly half of them have impulsive consumption behavior.

Consumption characteristics under the influence of epidemic situation

01. Only by making a far-reaching plan can we keep up with the crisis.

After the epidemic, the concept of middle-class consumption tends to be more open-source and thrifty, and save for a rainy day.

02. Reduce the burden on your wallet and increase your life.

After the epidemic, consumers will reduce the consumption of some non-necessities for a long time.

03. Carefully roll the iron, and all poisons will not invade.

Fitness consumption has become a craze, and physical fitness begins immediately.

04. Full of confidence, the light of domestic products will live up to expectations.

The middle class’s goodwill towards domestic products has increased rapidly.

Source: Joy City Holdings Author: Joy City Holdings

Note: This article reproduced in WeChat official account is only for sharing, not for any commercial use. If copyright issues are involved, please contact backstage to authorize or negotiate cooperation, and we will handle them properly for you as soon as possible in accordance with the copyright law.

————————————

Original title: "Report on the Consumption Trend of the New Middle Class (Full Edition)"

Read the original text

　　On May 22nd, the first "representative channel" interview activity of the Third Session of the 13th National People’s Congress was held, and some NPC deputies were interviewed by the media through online video.

　　CCTV reporter: Roger stands for hello. We know that decisive results can be achieved in defending the COVID-19 epidemic in Hubei Province. It should be said that we can’t do without the vast number of medical workers like you who have been fighting in the front line of epidemic prevention and control. First of all, we would like to express our respect to you. Please share your impressive rescue experience and anti-epidemic feeling during this period, especially in Hubei.

　　Roger, deputy to the National People’s Congress, secretary of the Party Committee and president of taihe hospital, Hubei Province: As you all know, this time Hubei is the decisive place to fight against the epidemic. My colleagues, more than 500,000 medical staff in Hubei and 43,000 medical teams from all over the country are fighting together in the front line of fighting against the epidemic. As we all know, COVID-19 is very dangerous and difficult to treat, especially for the elderly patients with basic diseases in the past.

　　Roger: In our rescue work, there was such a case that we couldn’t forget. That is an 87-year-old elderly patient diagnosed as COVID-19, who has many basic diseases such as hypertension, diabetes and chronic obstructive pulmonary disease. When he was admitted to the hospital, he had trouble breathing, and his breathing was severe. He himself thought that he was running out of luck. After admission, we equipped him with a special treatment class of nine people, including a chief physician, a resident, a Chinese medicine doctor, four nurses, a nutritionist and a psychological counselor. Everyone tried their best to treat him. During the 47-day hospitalization, the old man’s illness was repeated many times, and every time we tried our best to turn him around. On March 22nd, the old man was discharged from hospital. He excitedly took our hands and said, Thank you for saving my life.

　　Roger: In Hubei, we have successfully treated more than 3,600 elderly patients with COVID-19 over 80 years old, including 7 elderly people over 100 years old. We protect every life wholeheartedly.

　　Roger: There are indeed many feelings in the rescue work. One of them is to sit up and take notice of the post-90s generation. It is the seven "gourd babies" in the respiratory department of our hospital that make me change this way. They are seven "post-90s" male nurses. They are smart and skilled in nursing technology. In this anti-epidemic, they volunteered to fight together and went to the front line together. In the isolation ward, they not only dispensed medicines and injections, but also ventilated the critically ill patients in bed and prone position. In addition, they also undertake additional work such as clearing and transporting garbage. According to the regulations, people who work in isolation wards should take turns to rest once every four hours, while they work continuously for more than seven hours at a time. After each time they come out, all the clothes under the protective clothing are soaked. After 14 days of intensive fighting in the isolation ward, they only rested for 5 days and asked to return to the front again. In the past, I always thought that the "post-90 s" were children who didn’t grow up. This time, at the critical moment, they proved that they were a responsible generation, they were the surging "post-waves" and they were the future and hope of the country.

　　Roger: In addition, there is another deep feeling, that is, people are United and Mount Tai moves. With the support of the people of the whole country, the Hubei Defence War has achieved decisive results after three months of hard work. Hubei people will never forget the truckloads of vegetables and fruits shipped from all parts of the motherland in those days; The 61 million people in Jingchu will never forget every mask and protective clothing sent from all over the world in our most difficult time. We will never forget that the 43,000 medical team members who rushed to help Hubei, you worked hard for us, thank you, and thank everyone who helped Hubei.

　　Roger: Here, journalists and friends are welcome to take a look at Hubei, and see the vitality and aura that are recovering under the prevention and control of normalized epidemic. Through you, we also invite those who have helped us, supported us and cared about us to come to Hubei for a look and see Hubei, which is recovering aura and beauty.

　　(according to the webcast text)

On December 13th, the Information Office of Shandong Provincial People’s Government held a press conference to introduce Shandong’s efforts to crack down on telecommunication network crimes and protect people’s legitimate rights and interests. Wang Qinjie, a member of the Party Group and Deputy Procurator-General of the Provincial Procuratorate, attended the press conference and answered questions from reporters.

China Youth Daily reporter:

With the development of AI’s face changing and intelligent voice changing technology, what new changes have been made in the new crimes of telecommunication network recently? In the face of new fraud, how should we take precautions?

Wang Qinjie: With the rapid development of digital technology, various new technologies are entering daily life. The wide application of new technologies not only provides convenient and personalized services, but also brings opportunities for telecommunication network fraudsters. Fraudulent gangs use new technologies and formats such as blockchain, virtual currency, remote control, and screen sharing, and criminal tools are constantly being refurbished. For example, in some cases, criminals use AI technology to make counterfeit videos in advance, and use counterfeit videos to contact the victims, so that the victims mistakenly think that the other party is someone they are familiar with. For another example, some fraud gangs use AI voice robots to automatically make calls to form voice and text call records. Fraudulent gangs choose victims for fraud by analyzing the call situation.

Using new technology to implement telecommunication network fraud has the following characteristics: First, it is more confusing. It used to be said that "seeing is believing", but because of the application of new technology, seeing is not necessarily the truth. For example, although the counterfeit video produced by AI technology is only a few seconds, the deception of fraud activities has increased significantly. Second, the means of committing crimes are more complicated. The black and gray industry that provides information, technology, capital and other support for fraud breeds and spreads, with increasingly prominent cross-platform characteristics and more hidden fraud. Third, it is more difficult to strike. The division of labor of fraud crimes is more detailed. Some of them transfer the whole or part of the criminal chain overseas, and some use overseas communication tools and servers, which face practical difficulties in cross-border attacks, evidence review, and recovery.

Since the beginning of this year, the province’s procuratorial organs have fully performed their criminal procuratorial duties, persisted in cracking down strictly and accurately according to law, approved the arrest of 1,144 people for telecommunication network fraud crimes, prosecuted 2,049 people, approved the arrest of 1,022 people for helping information network criminal activities, and prosecuted 9,679 people. The ringleaders of fraud groups and other key crackdowns put forward sentencing suggestions according to law, and the whole chain formed a powerful shock; Set up a case-handling team to crack down on telecommunication network crimes, strengthen the analysis of new cases, organize training in the same class, and improve the professional ability and level of case handling. In the next step, the province’s procuratorial organs will continue to work with relevant departments to crack down on governance according to law, effectively curb the high incidence of such crimes and fully safeguard the legitimate rights and interests of the people.

Here, remind the masses to achieve "three noes" in their daily work and life. One is not credulous. Don’t trust calls of unknown origin, such as impersonating public security law, customer service, leaders, relatives and friends. It is necessary to verify the identity of the other party through official consultation, personal phone call and face-to-face confirmation. Even if they have been contacted by video or voice, they should be verified by other means. The second is not to click. Don’t click on any unknown web link, don’t scan any unknown QR code, and don’t install any unknown App software. The third is not to transfer money. Don’t send money or transfer money to strangers, especially don’t join strange QQ groups, WeChat groups and share screens at will, and don’t enter account passwords according to the instructions of people in the group.

Original title: "Electronic fraud means are constantly" refurbished ",and Shandong Procuratorate sends you" Anti-fraud Collection ""

Read the original text

The National Computer Virus Emergency Response Center and Company 360 jointly released an investigation report today (4th), revealing the relevant situation of the CIA’s use of the network to attack other countries, revealing the specific process of some typical cyber security incidents in China and other countries, comprehensively and deeply analyzing the CIA’s cyber attacks and related real harm activities, and its contribution to the United States becoming a "matrix". The release of this report will provide reference and suggestions for cyber attack victims all over the world.

The US Central Intelligence Agency (CIA) is one of the main intelligence agencies of the US federal government. For a long time, the CIA has secretly carried out "peaceful evolution" and "color revolution" around the world, and continued to carry out espionage activities.

In 2020, 360 Company independently discovered a cyber attack organization that had never been exposed by the outside world. The organization used cyber weapons tools associated with the CIA to carry out cyber attacks against victims in China and other countries. The earliest attack activities can be traced back to 2011, and related attacks have continued to this day. The targets of the attack involve important information infrastructure, aerospace, scientific research institutions, petroleum and petrochemical, large Internet companies and government agencies.

The investigation team jointly established by the National Computer Virus Emergency Response Center and 360 Company found that in the massive global cyber attack, the CIA used a large number of "zero-day" vulnerabilities, including a large number of back doors and vulnerabilities that have not been publicly disclosed so far (some functions have been verified), set up "zombie" networks and attack springboard networks around the world, and carried out attacks and intrusions in stages against network servers, network terminals, switches and routers, and a large number of industrial control equipment.

During the investigation of several typical cyber attacks in China, the joint investigation team captured and successfully extracted a large number of Trojan horse programs, functional plug-ins and attack platforms closely related to the CIA from the information network of the injured unit. These related cyber weapons have been subjected to extremely strict standardized, streamlined and professional software engineering management. At present, only the US Central Intelligence Agency strictly abides by these standards and norms to develop cyber attack weapons.

Through empirical analysis, the joint investigation team found that the CIA’s cyber weapons used extremely strict spy technical specifications, and all kinds of attack methods echoed and interlocked. Now it has covered almost all Internet and Internet of Things assets in the world, and it can control other countries’ networks and steal important and sensitive data anytime and anywhere, which undoubtedly requires a lot of financial, technical and human resources support. The American-style cyber hegemony can be seen, and the "matrix" deserves its name.

At present, the joint investigation team has provided relevant information to the public security organs in the jurisdiction where the injured units are located. This station will continue to pay attention to the follow-up progress of this matter. (CCTV reporter Li Wenjie Zhang Gang)

　　[Aika Auto New Energy Channel Original]

　　Since its official release at the beginning of this year, BYD’s DM-i hybrid technology has quickly gained the attention of a large number of consumers. The sales of Qin PLUS DM-i and Song PLUS DM-i, which were listed in advance, are hot, and even the demand exceeds the supply. The Tang DM-i, which debuted at the finale, will be officially launched at the 2021 Shanghai Auto Show, which opened on April 19th, and we have been the first to test drive this DM-i flagship model with ultra-low fuel consumption.

　　Compared with the previously listed 2021 Tang DM, the new car Tang DM-i has basically not changed in appearance and interior. In view of the fact that most of my friends are already very familiar with the design of Tang DM-i, so this time let’s get to the point and talk about the performance of DM-i hybrid technology in this big guy.